What is it about Häagen that differentiates it from other premium brands that might come out, premium coffee chains? How do you fit the Danish into that?

Yeah, no, I appreciate that, and that's a complicated question.

Our design is driven from a very much Danish approach So we remove seats in our bars to enhance the experience around the bar, the coffee making.

And that actually means that we create social spaces.

So if you go into a sushi bar, a cocktail bar, you like to sit in a bar and see the magic happen.

We created the same in Hagen around the espresso bar.

We wanna show our baristas their skills.

Is this part of then Simply Coffee growing up, as it were?

What is it about Hagen that differentiates it from other premium brands that might come out, premium coffee chains? How do you fit the Danish into that?

Yeah, I appreciate that, and that's a complicated question.

But first of all, our name Hagen is after Copenhagen.

It's the last part of that.

Our design is driven from a very much Danish approach.

So we remove seats in our bars to enhance the experience around the bar, the coffee making.

And that actually means that we create social spaces.

I was going to say also that obviously noticed compared to a Starbucks, like each coffee chain, each location is different, is designed differently.

What is it about Hagen that differentiates it from other premium brands that might come out, premium coffee chains? How do you fit the Danish into that?

Yeah, I appreciate that.

And that's a complicated question.

But first of all, our name Hagen is after Copenhagen.

It's the last part of that.

And secondly...

Our design is driven from a very much Danish approach.

I was going to say also that obviously noticed compared to a Starbucks, like each coffee chain, each location is different, is designed differently.